Sponsored story creation using inferential targeting

ABSTRACT

A method includes monitoring an activity stream to identify actions that match stored sponsored story specifications, for providing one or more sponsored stories to a viewing user. The sponsored story specifications include a visual specification for the sponsored story, and matched sponsored stories are ranked for a viewing user. Users can set privacy preferences related to sponsored stories. The ranking and privacy settings contribute to which sponsored stories are provided for display to the viewing user.

RELATED APPLICATION(S)

This application is a continuation of U.S. patent application Ser. No.13/619,894, filed Sep. 14, 2012, now U.S. Pat. No. 8,676,894 issued Mar.3, 2014, which is a continuation of U.S. patent application Ser. No.13/020,745, filed Feb. 3, 2011. U.S. patent application Ser. No.13/619,894, filed Sep. 14, 2012 now U.S. Pat. No. 8,799,068 issued Aug.5, 2014 is also a continuation-in-part of application Ser. No.12/193,702, filed Aug. 18, 2008 now U.S. Pat. No. 8,799,068 issued Aug.5, 2014, which claims priority to the U.S. Provisional Application Ser.No. 60/985,631, filed Nov. 5, 2007. The contents of these applicationsare incorporated herein by reference.

TECHNICAL FIELD

This disclosure relates generally to social-networking websites andother systems in which users can form connections with other users.

This disclosure hereby incorporates by reference commonly-owned U.S.patent application Ser. No. 12/968,786, entitled “Targeting SocialAdvertising to Friends of Users Who Have Interacted with an ObjectAssociated with the Advertising,” filed 15 Dec. 2010.

This disclosure hereby incorporates by reference commonly-owned U.S.patent application Ser. No. 12/884,010, entitled “Action Clustering forNews Feeds,” filed 16 Sep. 2010.

BACKGROUND

Social networks, or social utilities that track and enable connectionsbetween users (including people, businesses, and other entities), havebecome prevalent in recent years. In particular, social-networkingwebsites allow users to communicate information more efficiently. Forexample, a user may post contact information, background information,job information, hobbies, or other user-specific data to a locationassociated with the user on a social-networking website. Other users canthen review the posted data by browsing user profiles or searching forprofiles including specific data. Social-networking websites also allowusers to associate themselves with other users, thus creating a web ofconnections among the users of social-networking website. Theseconnections among the users can be leveraged by the website to offermore relevant information to each user in view of the users' own statedinterests in their connections.

A system, such as a website, that allows users to interact with thesystem typically stores a record for each users of the system. Theserecords may comprise information provided by the user as well asinformation gathered by the system related to activities or actions ofthe user on the system. For example, a system may require a user toenter information such as contact information, gender, preferences,interests, and the like in an initial interaction with the system, whichis stored in the user's record. A user's activities on the system, suchas frequency of access of particular information on the system, alsoprovide information that can be stored in the user's record. The systemmay then use information provided by the user and information gatheredabout the user, to customize interactions of the system with the user.For example, a website selling books may keep track of a users previouspurchases and provide the user with information on related books duringsubsequent interactions with the system. Information in a user's profilemay also be used by the system to target sponsored stories that are ofinterest to the user. Using information collected from and about usersresults in a system that is more efficient and beneficial for both theuser and the system.

Users interacting with the social network may post stories or statusupdates to a live activity stream, such as a “news feed.” A news feed isa data format typically used for providing users with frequently updatedcontent. A social-networking system may provide various news feeds toits users, where each news feed includes content relating to a specificsubject matter or topic, or other users. Various pieces of content maybe aggregated into a single news feed. In some implementations, asocial-networking system may provide a news feed that includes selectedentries corresponding to activities of a user's first-degree contacts orpages or topics that a user has indicated an interest for. Individualusers of the social-networking system may subscribe to specific newsfeeds of their interest. A group of related actions may be presentedtogether to a user of the social-networking system in the same newsfeed. For example, a news feed concerning the event organized throughthe social-networking system may include information about the event,such as its time, location, and attendees, and photos taken at theevent, which have been uploaded to the social-networking system.

Generally, news feeds are customized for each member; only the statusupdates and stories posted by their connections are displayed. In thismanner, members of the social network may quickly access their directconnections' status updates, story postings, and other interactions withthe social network in a single stream, obviating the need toindividually check their connections' profile pages.

However, given the vast number of contacts the average member of asocial network has, and the prodigious amounts of status updates postedby users, it is possible that stories of interest to the user are lostin the unending stream of their news feed. Furthermore, sponsors maywish to pay for permanence of a particular story in members' news feeds;this functionality is unavailable in typical social-networking systems.

Typically sponsors pay for a static advertisement to be displayed to amember of the social network. In particular embodiments, advertisementsmay be displayed to a member's home page on the social network, mobiledevices, third-party web pages and applications, television and othervideo streams, or any other particular display accessed by a member ofthe social network. Despite data-mining techniques that match usersbased on their preferences, activities, or other data stored in theirsocial-networking profile to the most relevant sponsored or promotedstories, no system currently exists for promoting a story from a user'snews feed to the sponsored-stories space of a social-network home page.Sponsored or promoted stories generated from actual stories in users'news feeds are more likely to be viewed by users, because they generallyinvolve interactions or suggestions by their connected friends or fanpages that they are connected or subscribed to.

SUMMARY

A social networking system offers its users the ability to communicateand interact with other users of the social networking system, includingadd connections to a number of other users to whom they desire to beconnected. As described herein, sponsors or specific users may promotespecific news feed stories to sponsored story space on users' socialnetworking pages, thereby increasing the permanence and viewingfrequency of these stories.

According to one embodiment, a method of monitoring activity stream forcreating sponsored stories includes monitoring an activity stream toidentify actions that match stored sponsored story specifications, forproviding one or more sponsored stories to a viewing user. The sponsoredstory specifications include a visual specification for the sponsoredstory, and matched sponsored stories are ranked for a viewing user.Users can set privacy preferences related to sponsored stories. Theranking and privacy settings contribute to which sponsored stories areprovided for display to the viewing user.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates an social-networking system website.

FIG. 2 illustrates example hardware components of an examplesocial-networking system.

FIG. 3 illustrates example interaction between an example organicactivity stream and an example sponsored-story-specification database tocreate sponsored stories from news-feed stories in particularembodiments.

FIG. 4 illustrates an example method for promoting a stream sponsoredstory to a sponsored-story space.

FIG. 5 illustrates example components of a sponsored-story system in asocial-networking system.

FIG. 6A illustrates an example sponsor GUI used by sponsors to specifytypes of stories they want to sponsor or promote to the sponsored-storysystem in particular embodiments.

FIG. 6B illustrates an example simplified sponsor GUI.

FIG. 7 illustrates an example news-feed story promoted to thesponsored-story space of a user's social-networking homepage inparticular embodiments.

FIGS. 7A-E illustrate example sponsored stories.

FIG. 8 illustrates an example computer system.

FIG. 9 illustrates an example network environment.

DESCRIPTION OF EXAMPLE EMBODIMENT(S)

Particular embodiments relate to a social-networking environmentincluding a social-networking system and related systems that integrateindividual stories, status updates, and user interactions with anadvertising system. A social-networking system offers its users theability to communicate and interact with other users of thesocial-networking system. Users join the social-networking system andthen add connections to a number of other users to whom they desire tobe connected. Once they are members of the social network, the users mayinteract with the social network itself, by posting stories and statusmessages on their own page, other users, by commenting, posting stories,etc. on other users' pages, or with non-user entities, such as fan pagesthat they subscribe to, online deals they redeem or subscribe to, orlocations that they check in to.

Implementations of this disclosure extend these concepts by allowingsponsors or specific users to export by promoting specific news feedstories to sponsored-story space on users' social-networking pages,thereby increasing the permanence and viewing frequency of thesestories. In one example, a user may want to promote one of his newsstories so that more of his connected friends can see the story in amore frequent and permanent view. For example, a sponsor who publishesan application, such as a social-networking game, may wish for statusupdates generated with its application to have permanence on theapplication user's friends' homepages. In another example, a sponsorassociated with a page on the social network, may want to promote newsstories when a user connects to the page on the social network or to anobject associated with the sponsor off network. In another example, theproprietor of a store may wish to promote news stories to a user'sfriends when that user “checks-in,” or indicates that he physicallyvisited, the store. In another example, the proprietor of a store maywish to promote news stories to a user's friends when that usersubscribes, purchase, or redeems a deal or coupon associated with thesponsor. Other embodiments are readily envisioned by the disclosure andare described in detail below.

FIG. 1 illustrates an example social-networking website 100. The systemenvironment comprises one or more client devices 110, one or morethird-party websites 140, a social-networking website 100, and a network120. In alternative configurations, different or additional modules canbe included in the system.

Client devices 110 comprise one or more computing devices that canreceive member input and can transmit and receive data via network 120.For example, client devices 110 may be desktop computers, laptopcomputers, smart phones, personal digital assistants (PDAs), or anyother device including computing functionality and data communicationcapabilities. Client devices 120 are configured to communicate vianetwork 120, which may comprise any combination of local area or widearea networks, using both wired and wireless communication systems.Third party website 140 and action terminal 150 are coupled to network120 for communicating messages to social-networking website 100 aboutthe members' actions off website 100.

Social-networking website 100 comprises a computing system that allowsmembers to communicate or otherwise interact with each other and accesscontent as described herein. Social-networking website 100 stores memberprofiles that describe the members of a social network, includingbiographic, demographic, and other types of descriptive information,such as work experience, educational history, hobbies or preferences,location, and the like. Website 100 further stores data describing oneor more relationships between different members. The relationshipinformation may indicate members who have similar or common workexperience, group memberships, hobbies, or educational history.Additionally, social-network host site 120 includes member-definedrelationships between different members, allowing members to specifytheir relationships with other members. For example, thesemember-defined relationships allow members to generate relationshipswith other members that parallel the members' real-life relationships,such as friends, co-workers, partners, and so forth. Members may selectfrom predefined types of relationships, or define their own relationshiptypes as needed.

FIG. 2 illustrates example hardware components of social-networkingwebsite 100. Social-networking website 100 includes a web server 250, anaction logger 260, an action log 160, a news feed generator 270, an adserver 280, a database of ad requests 175, a member profile store 205, agroup store 210, an event store 215, an application data store 220, atransaction store 225, and a content store 230. In other embodiments,social-networking website 100 may include additional, fewer, ordifferent modules for various applications.

Web server 250 links social-networking website 100 via network 220 toone or more client devices 110, as well as to one or more third partywebsites 140. Web server 250 may include a mail server or othermessaging functionality for receiving and routing messages betweensocial-networking website 100 and client devices 110 or third partywebsites 140. The messages can be instant messages, queued messages(e.g. e-mail), text and SMS messages, or any other suitable messagingtechnique.

Action logger 260 is capable of receiving communications from the webserver 250 about member actions on or off social-networking website 100.News feed generator 270 generates communications for each member aboutinformation that may be relevant to the member. These communications maytake the form of stories; with each story being an information messagecomprising one or a few lines of information about an action in actionlog 160 that is relevant to the particular member. The stories arepresented to a member via one or more pages of the social-networkingwebsite 100, for example in each member's home page or news feed page.

Ad server 280 executes one or more ad-selection algorithms. Ad server280 is communicatively coupled to the database of ad requests 175 and toaction log 160 for this purpose.

FIG. 3 illustrates example interaction between sponsored-storyapplication 301 and an activity stream 302 in particular embodiments. Inparticular embodiments, sponsored-story application 301 may be softwareresiding within the sponsored-story system 304 or part ofstream-sponsored-story-specification database 305. In particularembodiments, sponsored-story application 301 may be software executed byany number of servers in the social-networking system, either inconjunction or in isolation. In particular embodiments, sponsored-storyapplication 301 may reside on its own dedicated hardware. Activitystream 302 comprises the aggregate stream of status updates and newsstories for all users of a social network. Activity stream 302 undernormal operation passes to news feed engine 303, which parses theindividual stories in activity stream 302 and determines which users'(generally the friends of the user who generated the story) pages todisplay each story on. In particular embodiments, both activity stream302 and news feed engine 303 are applications residing in server 307. Inparticular embodiments, activity stream 302 or news feed engine 303 areapplications distributed across one or more computing servers. Thisdisclosure contemplates any suitable implementation of activity stream302 and news feed engine 303.

A sponsor uses sponsor GUI 306 to specify the type of stories it wantspromoted to the sponsored-story section of users' pages. Examples ofSponsor GUI 306 are depicted in FIGS. 6A and 6B. Sponsor GUI 306provides a method for the sponsor to create story filters to locatespecific types of news feed stories for promoting to the sponsored-storyspace of a user's home page. Once the sponsor sets up its preferencesfor the types of stories it wishes to promote to the sponsored-storyportion, the sponsor specifications are stored into streamsponsored-story specification database 305.

FIG. 4 illustrates an example method for the sponsored-story system. Instep 401, sponsored-story application 301 constantly monitors activitystream 302, searching for matches to any of the sponsored-storyspecifications in stream-sponsored-story-specification database 305. Instep 402, the sponsored-story system compares each story in the activitystream 302 to all stream-sponsored-story specifications instream-sponsored-story-specification database 305. If there is a match,the procedure continues to step 403, if not, it loops back to 401.

In step 403, upon finding a match, sponsored-story application 301 pullsthe matching entry out of activity stream 302, and formats the entryinto a predetermined visual specification. In particular embodiments,the visual specification is dictated by the social-networking system tomimic a regular news feed story. In other embodiments, specialidentifiers may be added by the social-networking system to indicatethat the story is a sponsored story. In other embodiments, the visualspecifications are entered by the sponsor through the Sponsor GUI 306 atthe time of stream story specification. In such an embodiment, thevisual specification is stored along with the story specification in thestream-sponsored-story-specification database 305. In particularembodiments, the sponsor is given limited discretion as to the visualspecifications for the promoted stream story, subject to predeterminedconstraints imposed by the social-networking system.

In step 404, after the story is formatted pursuant to the visualspecification or by the social-networking system to visually comportwith a news feed story, the sponsored story is passed to sponsored-storysystem 304.

In step 405, after a social story is formatted into a sponsored story,it is priced and directed toward users in a similar manner as a socialad. In particular embodiments, the user may also add a weight to thestory to alter its direction toward users. For example, certain storiesmay decay quickly, such as check-ins, and are not displayed to otherusers beyond a predetermined threshold time period from the storygeneration. In other embodiments, user-specified temporal factors, suchas deadlines, may increase the weight of the sponsored story so that itis promoted over other sponsored stories lacking time sensitivity.

In particular embodiments, ad targeting is based upon an affinity scorecalculated by social-networking website 100. A member may haveaffinities for other members, types of actions, types of objects, andcontent. Accordingly, a calculated affinity score may be based on aweighted function that takes into account the set of affinities for theparticular member for each type of data field that is in a candidatestory. The website may obtain a member's affinities based on themember's express interests (whether provided directly or indirectly, forexample, through communications with other members) or impliedly basedon the member's actions (e.g., a member's checking of another member'spage indicates an interest in that other member, or clicking onparticular types of links may indicate an interest in similar links). Anaffinity, as measured for example by an affinity score, need not be anactual subjective interest or lack of interest that a member has forsomething (i.e., the member likes punk rock music, and dislikesvegetarian restaurants), but rather it may merely be a correlationbetween something in the candidate story and some information stored inconnection with that member, whether is an action taken by the member, acommunication involving the member, a characteristic, feature orexpressed interest in the member's profile.

FIG. 5 illustrates example components of a sponsored-story system in asocial-networking system. In this sponsored-story model, a number ofsponsors 502 bid for the placement of sponsored stories on asocial-networking website 100. A social-networking website operator 501receives these bids, for example, through a web interface accessible tosponsors 502. Accompanying each bid is a description of the sponsoredstory that sponsor 502 would like to publish to for display to aparticular set of members of the social network. This disclosurecontemplates a variety of methods of publishing the sponsored story. Inparticular embodiments, the sponsored story is published on a socialnetwork member's home page on the social network. In particularembodiments, the sponsored story may be displayed on a predeterminedarea of a mobile device. In particular embodiments, the sponsored storymay be published through notifications in the social network. Inparticular embodiments, the sponsored story may be published throughe-mail, instant messaging, or other messaging applications. Inparticular embodiments, the sponsored story may be displayed on athird-party website integrated with the social network. The webinterface may thus allow sponsor 502 to specify all of the relevantinformation for a sponsored-story request, including the bid amount forthe sponsored story.

The bid amount specified in the sponsored-story request may indicate anamount of money that sponsor 502 will pay for each time a memberpresented with the sponsored story clicks on it. In particularembodiments, the sponsor may be a non-profit or charity where the bidamount is given at little or no cost. Alternatively, the bid amount mayspecify an amount that sponsor 502 will pay the website operator 501each time the sponsored story is displayed to a member or a certainnumber of members or each time the sponsored story is clicked on by amember or a certain number of members. In another embodiment, thesponsor may pay a set amount per month or period of time and thesocial-networking website will determine the bid amount or how and whento display the sponsored stories. In addition, the sponsored-storyrequest may allow sponsor 502 to specify targeting criteria. Thistargeting criteria may be a filter to apply to fields of a member'smember profile or other object, or it may include free form text such aswall posts, comments, and messages. In particular embodiments, tooptimize the targeting and selection of sponsored stories for users of asocial network, social information gathered on and off the socialnetwork about a user is leveraged to infer interests about users of thesocial network. A social network may maintain a social graph thatidentifies the mapping of connections among the users, includingentities such as businesses, applications, groups, etc, of a socialnetwork, and the social network may also maintain profiles that containfull or partial information about each of the users in the socialnetwork. Targeting may be based one or more factors such as memberdemographics (age, gender, location, birth date, age, education level,employers, employment type, work history and experience, hobbies, and orpreferences. These factors may draw from explicit member statements suchas listing it on their profile, connections to other members orentities, or through user-entered text on and off the social networkingsite. In another embodiment, these factors may be implicitly or inferredby the social network.

One or more sponsored stories available to the social network maycontain targeting criteria for determining whether the sponsored storyshould be targeted to a particular user. While the social network mayhave sufficient information about some of its users to apply thetargeting criteria, the social network may not have sufficientinformation about other users to apply the targeting criteria. Ratherthan missing out on the opportunity to target sponsored stories to thislatter group of users, embodiments use the information for other usersto whom a particular user is connected when the social network does nothave sufficient information to apply the targeting criteria to the user.This may be thought of as “inferential” targeting because a user'slikely interest in a particular ad is inferred based on whether thatuser's connections (e.g., friends in the social network) are goodcandidates for the sponsored story based on its targeting criteria.

FIG. 6A depicts an example sponsor GUI 601. Sponsor GUI 601 includes adrop down window 610 that allows a user of sponsor GUI 601 to select anypreviously saved stream-sponsored-story specification 602 a-602 e. Usercontrols 603, 604, and 605 give the user the option to save,deactivate/activate, or delete an existing stream-sponsored-storyspecification. User control 606 provides the user with the option tocreate a new stream-sponsored-story specification. The process ofcreating a new stream-sponsored-story specification is described indetail below.

Upon selecting user control 606, the user is presented with another setof drop down commands 607. Drop down menu 607 lists all the entitieswith which a user is associated in the social network. Examples of suchan entity include but are not limited to, pages that the user hascreated to interact with fans of the page, such as for a musician or TVshow, applications associated with the user, such as social-networkinggames, deals or coupons associated with the user, and physical locationsassociated with the user that members of the social network may “checkin” to, to indicate that they or others were physically at the location.

After the user has selected the entity associated with the user to beincluded in the stream-sponsored-story specification, the user selects,using drop down menu 608, the types of interactions members of thesocial network have with the entity on and off the social network thatthe user would like to promote to the sponsored-story space. Userinteractions include, but are not limited to tagging, sharing, “liking”,commenting on media or mentioning a user in a status update or comment,fringing someone, RSVPing or inviting a user to an event or game, andthe like. Other user interactions include but are not limited to“check-ins” and other location-based social interactions, sharing a linkfrom a third-party website, “liking” a post or page from a third-partysite, buying, redeeming, or subscribing to deals and other promotions,and interacting with an application on or off the social network. Anytime a user makes a connection or performs a social action on the socialnetwork, a new story is generated in activity stream 302 that mayultimately be promoted.

Depending on the type of entity selected in drop down menu 607, theinteractions available in menu 608 available to the user vary. Forexample, if the user selects a page, such as for a band or musician,from menu 607, the interactions in 608 may include: when a member“likes” the page, when a member posts a link on page, when the pageowner (generally, but not necessarily, the user of the sponsor GUIitself) posts a link on the page, or when a member shares a link to anexternal website that is related to the page. As another example, if theuser of the sponsor GUI selects a place, such as a store location, fromdrop down menu 607, the GUI may show, in drop down menu 608: when amember of the social network “checks in” to the place, when a member ofthe social network gives a review of the place greater than apredetermined threshold, or when a member of the social network “likes”the place.

As described above, actions by users performed off of asocial-networking website (e.g., actions on third party websites or inthe real world) may be used to generate sponsored stories on thesocial-networking website. Conversely, in particular embodiments, asocial-networking website can collect its users' actions and thenpresent sponsored stories or other information concerning actions takenby its users on third party websites. In this way, the techniques forpromoting actions using this information can be extended beyond asocial-networking website itself.

Alternative embodiments are contemplated by the disclosure that may becontemplated by ones of ordinary skill in the art. In particularembodiments, the user may specify geographic or temporal criteria usedby sponsored-story system 304 in determining which users to display thesponsored story to. For example, a user may desire to promote apromotion that expires in three days, and may specify to only promotestories for the next three days. In other embodiments, the user mayspecify to promote stories only for users located with a specificgeographic location. In particular embodiments, user may specify athreshold of people taking the same action. For example, a user may wantto display friend check-ins to members of the social network only if twoor more friends of the user check-in to a given location substantiallysimultaneously. In such an embodiment, sponsored-story application 301may search for multiple check-ins to a given location by friends of aspecific users within a predetermined time period. If such stories arefound, sponsored-story application 301 may aggregate the plurality ofstories into a single sponsored story. After the user is satisfied withthe specifications of the stream sponsored story that has just beencreated, the user may utilize controls 603 and 604 to save and activatethe sponsored story, respectively.

FIG. 6B illustrates an example simplified sponsor GUI 306. The sponsormay use controls 610 and 620 to select where to display the sponsoredstory. For example, in 620, the user may select to display the sponsoredstory on targeted members' walls. Using controls 640, the sponsor mayselect what kind of story sponsored-story application 301 should searchfor in activity stream 302. In this example, the sponsor may select froma page post story, page “like” story, or a place check-in story.Finally, the sponsor GUI 306 may provide a preview 650 of the sponsoredstory.

In FIG. 7, a user's news feed 701, recommendation space 702,sponsored-story space 703, notifications 704, and questions 705 aredepicted. In particular embodiments, elements 701-705 are displayed on asocial-networking user's home screen. In particular embodiments, element701 is displayed on a user's home screen, and one or more of elements702-705 are displayed at all times. This disclosure contemplates anyarrangement of elements 701-705 and any degree of persistence. Inparticular embodiments, elements 702-705 are displayed on other user'spages. In particular embodiments, these other users may be the user'sfriend. In other embodiments, these other users may be otherwiseassociated with the user. In particular embodiments, the display ofelements to other users 702-705 is determined by sponsored-story system304. Sponsored-story system 304 accesses a database of user privacypreferences when determining which users to display the sponsored storyto. For example, if a user has previously specified that he or she doesnot wish to see sponsored stories from a particular company,sponsored-story system 304 will not display stories promoted by thatparticular company. In particular embodiments, sponsored-story system304 accesses the visibility and privacy settings of the user thatgenerated the news feed story to be promoted, and uses the settings indetermining which users to display the promoted story to. For example, auser may have multiple friend lists, and members belonging to one ormore different lists may be prevented from viewing specific stories,types of stories, or the user's news feed altogether. sponsored-storysystem 304 respects these settings so that only friends of the user whoare granted access to view the news feed story to be promoted aredisplayed the promoted stream sponsored story. This disclosurecontemplates various methods of determining which users to displayelement 703 to as envisioned by those of ordinary skill in the art. Newsfeed 701 includes news feed stories 701 a-701 d. These stories aregenerated specifically for a user based upon the activities the user'sfriends or other entities the user is associated with. News feed story701 b is an example of a news feed story that has been selected forpromoting to sponsor space 703. When sponsored-story application 301detects a match in activity stream 302 to a sponsor'sstream-sponsored-story specification fromstream-sponsored-story-specification database 303, sponsored story 703is formatted to resemble a news feed story and sent to sponsored-storysystem 304. In this particular example, the stream story relates to astory when four friends of a user “liked” the entity “Toys ‘R’ Us.”Formatted sponsored story 703 is promoted to the user or another set ofusers by sponsored-story system 304.

FIGS. 7A-E illustrate example sponsored stories 703. Each sponsoredstory 703 includes a social context 38. In particular embodiments,social context 38 comprises the user who performed the social action, adescriptor of the action, and a comment entered by the user whoperformed the social action. Sponsored stories 703 may also include anattribution 39, corresponding to the entity selected by the sponsor insponsor GUI 306. In particular embodiments, the attribution is the nodewith which the user interacted or connected with to generate the streamstory. For example, in FIG. 7B, the user interacted with the entity“Starbucks” by checking-in to a Starbucks location. In FIG. 7C, userinteracted with the entity or node “CNN Heroes” by “liking” the entity.Sponsored stories 703 may also include a bling indicator 43, whichprovides a visual indication as to how many members of thesocial-networking site have commented or liked the sponsored story. Emulike interface 6 allows users to quickly interact with the node/entityby “liking” it. In particular embodiments, sponsored story 703 mayinclude an action link 42, which allows a user, when selecting the link,to quickly perform a predetermined action, such as, in FIG. 7A, donatingto a particular cause. FIG. 7D depicts an example where an share link 24to share a story published by an entity or node, in this case “CNNHeroes,” is provided. Upon clicking share link 24, the user is taken toan interface depicted in FIG. 7E, which allows the user to publish thesponsored story back to his or her own news feed. Action link 42 in FIG.7E posts the sponsored story to the user's own wall along with anycomments the user optionally chooses to append to the story. Theembodiments depicted in FIGS. 7A-7E are merely examples and are in noway limiting; this disclosure contemplates any number of formatting andactions for sponsored stories.

FIG. 8 illustrates an example computer system 800. In particularembodiments, one or more computer systems 800 perform one or more stepsof one or more methods described or illustrated herein. In particularembodiments, one or more computer systems 800 provide functionalitydescribed or illustrated herein. In particular embodiments, softwarerunning on one or more computer systems 800 performs one or more stepsof one or more methods described or illustrated herein or providesfunctionality described or illustrated herein. Particular embodimentsinclude one or more portions of one or more computer systems 800.

This disclosure contemplates any suitable number of computer systems800. This disclosure contemplates computer system 800 taking anysuitable physical form. As example and not by way of limitation,computer system 800 may be an embedded computer system, a system-on-chip(SOC), a single-board computer system (SBC) (such as, for example, acomputer-on-module (COM) or system-on-module (SOM)), a desktop computersystem, a laptop or notebook computer system, an interactive kiosk, amainframe, a mesh of computer systems, a mobile telephone, a personaldigital assistant (PDA), a server, a tablet computer system, or acombination of two or more of these. Where appropriate, computer system800 may include one or more computer systems 800; be unitary ordistributed; span multiple locations; span multiple machines; spanmultiple datacenters; or reside in a cloud, which may include one ormore cloud components in one or more networks. Where appropriate, one ormore computer systems 800 may perform without substantial spatial ortemporal limitation one or more steps of one or more methods describedor illustrated herein. As an example and not by way of limitation, oneor more computer systems 800 may perform in real time or in batch modeone or more steps of one or more methods described or illustratedherein. One or more computer systems 800 may perform at different timesor at different locations one or more steps of one or more methodsdescribed or illustrated herein, where appropriate.

In particular embodiments, computer system 800 includes a processor 802,memory 804, storage 806, an input/output (I/O) interface 808, acommunication interface 810, and a bus 812. Although this disclosuredescribes and illustrates a particular computer system having aparticular number of particular components in a particular arrangement,this disclosure contemplates any suitable computer system having anysuitable number of any suitable components in any suitable arrangement.

In particular embodiments, processor 802 includes hardware for executinginstructions, such as those making up a computer program. As an exampleand not by way of limitation, to execute instructions, processor 802 mayretrieve (or fetch) the instructions from an internal register, aninternal cache, memory 804, or storage 806; decode and execute them; andthen write one or more results to an internal register, an internalcache, memory 804, or storage 806. In particular embodiments, processor802 may include one or more internal caches for data, instructions, oraddresses. This disclosure contemplates processor 802 including anysuitable number of any suitable internal caches, where appropriate. Asan example and not by way of limitation, processor 802 may include oneor more instruction caches, one or more data caches, and one or moretranslation lookaside buffers (TLBs). Instructions in the instructioncaches may be copies of instructions in memory 804 or storage 806, andthe instruction caches may speed up retrieval of those instructions byprocessor 802. Data in the data caches may be copies of data in memory804 or storage 806 for instructions executing at processor 802 tooperate on; the results of previous instructions executed at processor802 for access by subsequent instructions executing at processor 802 orfor writing to memory 804 or storage 806; or other suitable data. Thedata caches may speed up read or write operations by processor 802. TheTLBs may speed up virtual-address translation for processor 802. Inparticular embodiments, processor 802 may include one or more internalregisters for data, instructions, or addresses. This disclosurecontemplates processor 802 including any suitable number of any suitableinternal registers, where appropriate. Where appropriate, processor 802may include one or more arithmetic logic units (ALUs); be a multi-coreprocessor; or include one or more processors 802. Although thisdisclosure describes and illustrates a particular processor, thisdisclosure contemplates any suitable processor.

In particular embodiments, memory 804 includes main memory for storinginstructions for processor 802 to execute or data for processor 802 tooperate on. As an example and not by way of limitation, computer system800 may load instructions from storage 806 or another source (such as,for example, another computer system 800) to memory 804. Processor 802may then load the instructions from memory 804 to an internal registeror internal cache. To execute the instructions, processor 802 mayretrieve the instructions from the internal register or internal cacheand decode them. During or after execution of the instructions,processor 802 may write one or more results (which may be intermediateor final results) to the internal register or internal cache. Processor802 may then write one or more of those results to memory 804. Inparticular embodiments, processor 802 executes only instructions in oneor more internal registers or internal caches or in memory 804 (asopposed to storage 806 or elsewhere) and operates only on data in one ormore internal registers or internal caches or in memory 804 (as opposedto storage 806 or elsewhere). One or more memory buses (which may eachinclude an address bus and a data bus) may couple processor 02 to memory804. Bus 812 may include one or more memory buses, as described below.In particular embodiments, one or more memory management units (MMUs)reside between processor 802 and memory 804 and facilitate accesses tomemory 804 requested by processor 802. In particular embodiments, memory804 includes random access memory (RAM). This RAM may be volatilememory, where appropriate where appropriate, this RAM may be dynamic RAM(DRAM) or static RAM (SRAM). Moreover, where appropriate, this RAM maybe single-ported or multi-ported RAM. This disclosure contemplates anysuitable RAM. Memory 804 may include one or more memories 804, whereappropriate. Although this disclosure describes and illustratesparticular memory, this disclosure contemplates any suitable memory.

In particular embodiments, storage 806 includes mass storage for data orinstructions. As an example and not by way of limitation, storage 806may include an HDD, a floppy disk drive, flash memory, an optical disc,a magneto-optical disc, magnetic tape, or a Universal Serial Bus (USB)drive or a combination of two or more of these. Storage 806 may includeremovable or non-removable (or fixed) media, where appropriate. Storage806 may be internal or external to computer system 800, whereappropriate. In particular embodiments, storage 806 is non-volatile,solid-state memory. In particular embodiments, storage 806 includesread-only memory (ROM). Where appropriate, this ROM may bemask-programmed ROM, programmable ROM (PROM), erasable PROM (EPROM),electrically erasable PROM (EEPROM), electrically alterable ROM (EAROM),or flash memory or a combination of two or more of these. Thisdisclosure contemplates mass storage 806 taking any suitable physicalform. Storage 806 may include one or more storage control unitsfacilitating communication between processor 802 and storage 806, whereappropriate. Where appropriate, storage 806 may include one or morestorages 806. Although this disclosure describes and illustratesparticular storage, this disclosure contemplates any suitable storage.

In particular embodiments, I/O interface 808 includes hardware,software, or both providing one or more interfaces for communicationbetween computer system 800 and one or more I/O devices. Computer system800 may include one or more of these I/O devices, where appropriate. Oneor more of these I/O devices may enable communication between a personand computer system 800. As an example and not by way of limitation, anI/O device may include a keyboard, keypad, microphone, monitor, mouse,printer, scanner, speaker, still camera, stylus, tablet, touchscreen,trackball, video camera, another suitable I/O device or a combination oftwo or more of these. An I/O device may include one or more sensors.This disclosure contemplates any suitable I/O devices and any suitableI/O interfaces 808 for them. Where appropriate, I/O interface 808 mayinclude one or more device or software drivers enabling processor 802 todrive one or more of these I/O devices. I/O interface 808 may includeone or more I/O interfaces 808, where appropriate. Although thisdisclosure describes and illustrates a particular I/O interface, thisdisclosure contemplates any suitable I/O interface.

In particular embodiments, communication interface 810 includeshardware, software, or both providing one or more interfaces forcommunication (such as, for example, packet-based communication) betweencomputer system 800 and one or more other computer systems 800 or one ormore networks. As an example and not by way of limitation, communicationinterface 810 may include a network interface controller (NIC) ornetwork adapter for communicating with an Ethernet or other wire-basednetwork or a wireless NIC (WNIC) or wireless adapter for communicatingwith a wireless network, such as a WI-FI network. This disclosurecontemplates any suitable network and any suitable communicationinterface 810 for it. As an example and not by way of limitation,computer system 800 may communicate with an ad hoc network, a personalarea network (PAN), a local area network (LAN), a wide area network(WAN), a metropolitan area network (MAN), or one or more portions of theInternet or a combination of two or more of these. One or more portionsof one or more of these networks may be wired or wireless. As anexample, computer system 800 may communicate with a wireless PAN (WPAN)(such as, for example, a BLUETOOTH WPAN), a WI-FI network, a WI-MAXnetwork, a cellular telephone network (such as, for example, a GlobalSystem for Mobile Communications (GSM) network), or other suitablewireless network or a combination of two or more of these. Computersystem 800 may include any suitable communication interface 810 for anyof these networks, where appropriate. Communication interface 810 mayinclude one or more communication interfaces 810, where appropriate.Although this disclosure describes and illustrates a particularcommunication interface, this disclosure contemplates any suitablecommunication interface.

In particular embodiments, bus 812 includes hardware, software, or bothcoupling components of computer system 800 to each other. As an exampleand not by way of limitation, bus 812 may include an AcceleratedGraphics Port (AGP) or other graphics bus, an Enhanced Industry StandardArchitecture (EISA) bus, a front-side bus (FSB), a HYPERTRANSPORT (HT)interconnect, an Industry Standard Architecture (ISA) bus, an INFINIBANDinterconnect, a low-pin-count (LPC) bus, a memory bus, a Micro ChannelArchitecture (MCA) bus, a Peripheral Component Interconnect (PCI) bus, aPCI-Express (PCI-X) bus, a serial advanced technology attachment (SATA)bus, a Video Electronics Standards Association local (VLB) bus, oranother suitable bus or a combination of two or more of these. Bus 812may include one or more buses 812, where appropriate. Although thisdisclosure describes and illustrates a particular bus, this disclosurecontemplates any suitable bus or interconnect.

Herein, a computer-readable non-transitory storage medium or media mayinclude one or more semiconductor-based or other integrated circuits(ICs) (such, as for example, field-programmable gate arrays (FPGAs) orapplication-specific ICs (ASICs)), hard disk drives (HDDs), hybrid harddrives (HHDs), optical discs, optical disc drives (ODDs),magneto-optical discs, magneto-optical drives, floppy diskettes, floppydisk drives (FDDs), magnetic tapes, solid-state drives (SSDs),RAM-drives, SECURE DIGITAL cards or drives, any other suitablecomputer-readable non-transitory storage media, or any suitablecombination of two or more of these, where appropriate. Acomputer-readable non-transitory storage medium may be volatile,non-volatile, or a combination of volatile and non-volatile, whereappropriate.

This disclosure contemplates one or more computer-readable storage mediaimplementing any suitable storage. In particular embodiments, acomputer-readable storage medium implements one or more portions ofprocessor 802 (such as, for example, one or more internal registers orcaches), one or more portions of memory 804, one or more portions ofstorage 806, or a combination of these, where appropriate. In particularembodiments, a computer-readable storage medium implements RAM or ROM.In particular embodiments, a computer-readable storage medium implementsvolatile or persistent memory. In particular embodiments, one or morecomputer-readable storage media embody software. Herein, reference tosoftware may encompass one or more applications, bytecode, one or morecomputer programs, one or more executables, one or more instructions,logic, machine code, one or more scripts, or source code, and viceversa, where appropriate. In particular embodiments, software includesone or more application programming interfaces (APIs). This disclosurecontemplates any suitable software written or otherwise expressed in anysuitable programming language or combination of programming languages.In particular embodiments, software is expressed as source code orobject code. In particular embodiments, software is expressed in ahigher-level programming language, such as, for example, C, Perl, or asuitable extension thereof. In particular embodiments, software isexpressed in a lower-level programming language, such as assemblylanguage (or machine code). In particular embodiments, software isexpressed in JAVA. In particular embodiments, software is expressed inHyper Text Markup Language (HTML), Extensible Markup Language (XML), orother suitable markup language.

FIG. 9 illustrates an example network environment 900. This disclosurecontemplates any suitable network environment 900. As an example and notby way of limitation, although this disclosure describes and illustratesa network environment 900 that implements a client-server model, thisdisclosure contemplates one or more portions of a network environment900 being peer-to-peer, where appropriate. Particular embodiments mayoperate in whole or in part in one or more network environments 900. Inparticular embodiments, one or more elements of network environment 900provide functionality described or illustrated herein. Particularembodiments include one or more portions of network environment 900.Network environment 900 includes a network 910 coupling one or moreservers 920 and one or more clients 930 to each other. This disclosurecontemplates any suitable network 910. As an example and not by way oflimitation, one or more portions of network 910 may include an ad hocnetwork, an intranet, an extranet, a virtual private network (VPN), alocal area network (LAN), a wireless LAN (WLAN), a wide area network(WAN), a wireless WAN (WWAN), a metropolitan area network (MAN), aportion of the Internet, a portion of the Public Switched TelephoneNetwork (PSTN), a cellular telephone network, or a combination of two ormore of these. Network 910 may include one or more networks 910.

Links 950 couple servers 920 and clients 930 to network 910 or to eachother. This disclosure contemplates any suitable links 950. As anexample and not by way of limitation, one or more links 950 each includeone or more wireline (such as, for example, Digital Subscriber Line(DSL) or Data Over Cable Service Interface Specification (DOCSIS)),wireless (such as, for example, Wi-Fi or Worldwide Interoperability forMicrowave Access (WiMAX)) or optical (such as, for example, SynchronousOptical Network (SONET) or Synchronous Digital Hierarchy (SDH)) links950. In particular embodiments, one or more links 950 each includes anintranet, an extranet, a VPN, a LAN, a WLAN, a WAN, a MAN, acommunications network, a satellite network, a portion of the Internet,or another link 950 or a combination of two or more such links 950.Links 950 need not necessarily be the same throughout networkenvironment 900. One or more first links 950 may differ in one or morerespects from one or more second links 950.

This disclosure contemplates any suitable servers 920. As an example andnot by way of limitation, one or more servers 920 may each include oneor more advertising servers, applications servers, catalog servers,communications servers, database servers, exchange servers, fax servers,file servers, game servers, home servers, mail servers, message servers,news servers, name or DNS servers, print servers, proxy servers, soundservers, standalone servers, web servers, or web-feed servers. Inparticular embodiments, a server 920 includes hardware, software, orboth for providing the functionality of server 920. As an example andnot by way of limitation, a server 920 that operates as a web server maybe capable of hosting websites containing web pages or elements of webpages and include appropriate hardware, software, or both for doing so.In particular embodiments, a web server may host HTML or other suitablefiles or dynamically create or constitute files for web pages onrequest. In response to a Hyper Text Transfer Protocol (HTTP) or otherrequest from a client 930, the web server may communicate one or moresuch files to client 930. As another example, a server 920 that operatesas a mail server may be capable of providing e-mail services to one ormore clients 930. As another example, a server 920 that operates as adatabase server may be capable of providing an interface for interactingwith one or more data stores (such as, for example, data stores 940described below). Where appropriate, a server 920 may include one ormore servers 920; be unitary or distributed; span multiple locations;span multiple machines; span multiple datacenters; or reside in a cloud,which may include one or more cloud components in one or more networks.

In particular embodiments, one or more links 950 may couple a server 920to one or more data stores 940. A data store 940 may store any suitableinformation, and the contents of a data store 940 may be organized inany suitable manner. As an example and not by way or limitation, thecontents of a data store 940 may be stored as a dimensional, flat,hierarchical, network, object-oriented, relational, XML, or othersuitable database or a combination or two or more of these. A data store940 (or a server 920 coupled to it) may include a database-managementsystem or other hardware or software for managing the contents of datastore 940. The database-management system may perform read and writeoperations, delete or erase data, perform data deduplication, query orsearch the contents of data store 940, or provide other access to datastore 940.

In particular embodiments, one or more servers 920 may each include oneor more search engines 922. A search engine 922 may include hardware,software, or both for providing the functionality of search engine 922.As an example and not by way of limitation, a search engine 922 mayimplement one or more search algorithms to identify network resources inresponse to search queries received at search engine 922, one or moreranking algorithms to rank identified network resources, or one or moresummarization algorithms to summarize identified network resources. Inparticular embodiments, a ranking algorithm implemented by a searchengine 922 may use a machine-learned ranking formula, which the rankingalgorithm may obtain automatically from a set of training dataconstructed from pairs of search queries and selected Uniform ResourceLocators (URLs), where appropriate.

In particular embodiments, one or more servers 920 may each include oneor more data monitors/collectors 924. A data monitor/collection 924 mayinclude hardware, software, or both for providing the functionality ofdata collector/collector 924. As an example and not by way oflimitation, a data monitor/collector 924 at a server 920 may monitor andcollect network-traffic data at server 920 and store the network-trafficdata in one or more data stores 940. In particular embodiments, server920 or another device may extract pairs of search queries and selectedURLs from the network-traffic data, where appropriate.

This disclosure contemplates any suitable clients 930. A client 930 mayenable a user at client 930 to access or otherwise communicate withnetwork 910, servers 920, or other clients 930. As an example and not byway of limitation, a client 930 may have a web browser 932, such asMICROSOFT INTERNET EXPLORER or MOZILLA FIREFOX, and may have one or moreadd-ons, plug-ins, or other extensions, such as GOOGLE TOOLBAR or YAHOOTOOLBAR. A client 930 may be an electronic device including hardware,software, or both for providing the functionality of client 930. As anexample and not by way of limitation, a client 930 may, whereappropriate, be an embedded computer system, a system on a chip (SOC), asingle-board computer (SBC) (such as a computer-on-module (COM) orsystem-on-module (SOM)), a desktop computer system, a laptop or notebookcomputer system, an interactive kiosk, a mainframe, a mesh of computersystems, a mobile telephone, a PDA, a netbook computer system, a server,a tablet computer system, or a combination of two or more of these.Where appropriate, a client 930 may include one or more clients 930; beunitary or distributed; span multiple locations; span multiple machines;span multiple datacenters; or reside in a cloud, which may include oneor more cloud components in one or more networks.

Herein, “or” is inclusive and not exclusive, unless expressly indicatedotherwise or indicated otherwise by context. Therefore, herein, “A or B”means “A, B, or both,” unless expressly indicated otherwise or indicatedotherwise by context. Moreover, “and” is both joint and several, unlessexpressly indicated otherwise or indicated otherwise by context.Therefore, herein, “A and B” means “A and B, jointly or severally,”unless expressly indicated otherwise or indicated otherwise by context.

This disclosure encompasses all changes, substitutions, variations,alterations, and modifications to the example embodiments herein that aperson having ordinary skill in the art would comprehend. For example,although particular embodiments herein have been described orillustrated in the context of a social-networking system, particularembodiments may be used with any suitable social-networking system, evenif not provided through a website. Particular embodiment may be used inany suitable computer-based system that provides social-networkingfunctionality, even if it relies for example on e-mail, instantmessaging, or other form of peer-to-peer communications or anothersuitable technique for electronic communication between users. Thisdisclosure is not limited to any particular type of communicationsystem, network, protocol, format, or application.

Moreover, although this disclosure describes and illustrates respectiveembodiments herein as including particular components, elements,functions, operations, or steps, any of these embodiments may includeany combination or permutation of any of the components, elements,functions, operations, or steps described or illustrated anywhere hereinthat a person having ordinary skill in the art would comprehend.Furthermore, reference in the appended claims to an apparatus or systemor a component of an apparatus or system being adapted to, arranged to,capable of, configured to, enabled to, operable to, or operative toperform a particular function encompasses that apparatus, system,component, whether or not it or that particular function is activated,turned on, or unlocked, as long as that apparatus, system, or componentis so adapted, arranged, capable, configured, enabled, operable, oroperative.

Particular embodiments are disclosed herein in terms of algorithms orsymbolic representations of operations on information. A person havingordinary skill in the art may use algorithms or symbolic representationsto convey the substance of his or her work effectively to other personshaving ordinary skill in the art. Such algorithms or symbolicrepresentations, while described functionally, computationally, orlogically, are understood to be implemented by computer programs orequivalent electrical circuits, microcode, or the like. This disclosuremay refer to such algorithms or symbolic representations as modules,without loss of generality. such algorithms or symbolic representationsand their modules may be embodied in software, firmware, hardware, orany suitable combination of these.

In particular embodiments, one or more suitable hardware or softwaremodules, alone or in combination with other devices, may perform orimplement one or more of the steps, operations, or processes disclosedherein. Particular embodiments implement a software module with acomputer-program product comprising a computer-readable non-transitorystorage medium or media that contains computer-program code forexecution by a computer processor to perform one or more of the steps,operations, or processes disclosed herein.

Particular embodiments encompass an apparatus for performing one or moreof the steps, operations, or processes disclosed herein. Such apparatusmay be specially constructed for those steps, operations, or processes.In addition or as an alternative, such apparatus may comprise ageneral-purpose computing device selectively activated or reconfiguredby a computer program running on it. The computer program may be storedin one or more computer-readable non-transitory storage media coupled toa computer system bus. Herein, where appropriate, reference to acomputing device or system may encompass an architecture with a singleprocessor or, for increased computing capability, an architecture withmultiple processors.

Particular embodiments may implement one or more of the steps,operations, or processes disclosed herein using any of a wide variety ofphysical systems in any of a wide variety of network or computingenvironments. The computer systems disclosed herein are examplesprovided for didactic, rather than limiting, purposes.

What is claimed is:
 1. A method comprising: receiving a request for asponsored story, the sponsored story for display to a viewing user andcomprising information about an interaction performed in connection withanother user of a plurality of users who is connected to the viewinguser in a social networking system; receiving targeting criteria for therequested sponsored story, the targeting criteria identifying a set ofuser profile information items required for the viewing user to beeligible to be presented with the sponsored story, the user profileinformation items for each user being included in a profile for the usermaintained by the social networking system; applying the targetingcriteria to a viewing user profile for a viewing user, where theapplying comprises, for one or more of the user profile informationitems of the targeting criteria: determining that the viewing userprofile does not include the one or more of the user profile informationitems of the targeting criteria, identifying a connection user profileof a connection user of the plurality of users who has established aconnection to the viewing user in the social networking system, anddetermining that the user profile information items of the connectionuser profile include the one or more of the user profile informationitems of the targeting criteria; determining that the viewing user iseligible to be presented with the sponsored story based at least in parton the connection user profile including the one or more of the userprofile information items of the targeting criteria; and providing thesponsored story for display to the viewing user.
 2. The method of claim1, wherein the determining that the viewing user profile does notinclude the one or more of the user profile information items of thetargeting comprises using a filter to screen the viewing user profilefor the one or more user profile information items.
 3. The method ofclaim 1, wherein one of the user profile information items from the setof user profile information items comprises text from a wall post, textfrom a comment, text from a user message, or a check-in at a location bya user.
 4. The method of claim 1, wherein one of the user profileinformation items from the set of user profile information itemscomprises demographic information about the respective user.
 5. Themethod of claim 4, wherein the demographic information comprisesinformation about: an age, a gender, a location, a birth date, aneducation level, an employer, or a hobby of the respective user.
 6. Themethod of claim 1, wherein a sponsored story is an advertisement.
 7. Acomputer program product comprising a non-transitory computer-readablestorage medium containing computer program code for performing thesteps: receiving a request for a sponsored story, the sponsored storyfor display to a viewing user and comprising information about aninteraction performed in connection with another user of a plurality ofusers who is connected to the viewing user in a social networkingsystem; receiving targeting criteria for the requested sponsored story,the targeting criteria identifying a set of user profile informationitems required for the viewing user to be eligible to be presented withthe sponsored story, the user profile information items for each userbeing included in a profile for the user maintained by the socialnetworking system; applying the targeting criteria to a viewing userprofile for a viewing user, where the applying comprises, for one ormore of the user profile information items of the targeting criteria:determining that the viewing user profile does not include the one ormore of the user profile information items of the targeting criteria,identifying a connection user profile of a connection user of theplurality of users who has established a connection to the viewing userin the social networking system, and determining that the user profileinformation items of the connection user profile include the one or moreof the user profile information items of the targeting criteria;determining that the viewing user is eligible to be presented with thesponsored story based at least in part on the connection user profileincluding the one or more of the user profile information items of thetargeting criteria; and providing the sponsored story for display to theviewing user.
 8. The computer program product of claim 7, wherein thedetermining that the viewing user profile does not include the one ormore of the user profile information items of the targeting comprisesusing a filter to screen the viewing user profile for the one or moreuser profile information items.
 9. The computer program product of claim7, wherein one of the user profile information items from the set ofuser profile information items comprises text from a wall post, textfrom a comment, text from a user message, or a check-in at a location bya user.
 10. The computer program product of claim 7, wherein one of theuser profile information items from the set of user profile informationitems comprises demographic information about the respective user. 11.The computer program product of claim 10, wherein the demographicinformation comprises information about: an age, a gender, a location, abirth date, an education level, an employer, or a hobby of therespective user.
 12. The computer program product of claim 7, wherein asponsored story is an advertisement.
 13. A computer system comprising: aprocessor; and a memory storing instructions to: receive a request for asponsored story, the sponsored story for display to a viewing user andcomprising information about an interaction performed in connection withanother user of a plurality of users who is connected to the viewinguser in a social networking system; receive targeting criteria for therequested sponsored story, the targeting criteria identifying a set ofuser profile information items required for the viewing user to beeligible to be presented with the sponsored story, the user profileinformation items for each user being included in a profile for the usermaintained by the social networking system; apply the targeting criteriato a viewing user profile for a viewing user, where the applyingcomprises, for one or more of the user profile information items of thetargeting criteria: determine that the viewing user profile does notinclude the one or more of the user profile information items of thetargeting criteria, identify a connection user profile of a connectionuser of the plurality of users who has established a connection to theviewing user in the social networking system, and determine that theuser profile information items of the connection user profile includethe one or more of the user profile information items of the targetingcriteria; determine that the viewing user is eligible to be presentedwith the sponsored story based at least in part on the connection userprofile including the one or more of the user profile information itemsof the targeting criteria; and provide the sponsored story for displayto the viewing user.
 14. The computer system of claim 13, wherein theinstructions to determine that the viewing user profile does not includethe one or more of the user profile information items of the targetingcomprises instructions to use a filter to screen the viewing userprofile for the one or more user profile information items.
 15. Thecomputer system of claim 13, wherein one of the user profile informationitems from the set of user profile information items comprises text froma wall post, text from a comment, text from a user message, or acheck-in at a location by a user.
 16. The computer system of claim 13,wherein one of the user profile information items from the set of userprofile information items comprises demographic information about therespective user.
 17. The computer system of claim 10, wherein thedemographic information comprises information about: an age, a gender, alocation, a birth date, an education level, an employer, or a hobby ofthe respective user.
 18. The computer system of claim 13, wherein asponsored story is an advertisement.